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Loyalty Fact Sheet
OVERVIEW
Not long ago, many markets were driven by fierce company and brand
loyalty. Today’s customer is incredibly fickle, driven by their
own self-interest. The phrase “customer for life” has
transitioned to a more realistic “life value of a customer”.
In much of today’s market, the goal has now become to build
targeted loyalty - building a personal, consistent, trustworthy
relationship with the customer is a key component in fostering customer
loyalty.
MARKETING METHODS
Loyalty programs are marketed in a variety of ways, including direct
mail, telemarketing, and voice messaging. Programs are utilized
by a variety of industries that now include retail, e-commerce,
hospitality, airline, and travel. While many of the qualification
and reward components may vary, they all share the same basic goal
of capturing market share and gaining repeat business.
SOME FACTS AND FIGURES
Studies show that treating customers as assets, not transactions,
improves loyalty. In addition to various perks and privileges, personal
and caring service, as well as opera-tional excellence rank high
for loyal customers. Statistics indicate that profits can be increased
by 25-125 % just by retaining 5 % more customers.
E-tailers find that repeat purchasers spend more over time - For
example, in apparel, the average repeat customer spent 67 % more
overall in the third year of his or her shop-ping relationship than
in the first six months. In groceries, customers spent 23 % more
in months 31-36 than in the first six months
Some items to consider in building a loyalty database are:
- Two-time buyers respond 40 to 60 % better than one-time buyers.
- A re-mailing or re-contact can get 50 % of the response of the
initial contact.
- Buyers who spend a small amount on their initial purchase are
likely to continue to spend less than average on future purchases.
- First-time buyers are more likely to buy again soon after their
first purchase.
- The biggest segment in any database is usually one-time buyers
of popular items.
WHY MARKETOUCH MEDIA?
Through a proven system of voice messaging, MarkeTouch Media simulates
personal interaction by delivering and reinforcing your message,
driving loyalty and increasing familiarity and trust like no other
marketing tool. The revolutionary MarkeTouch Media system of voice
messaging works to help you meet your loyalty and retention goals,
while helping you satisfy your customer’s expectations for
value and convenience.
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